These unofficial pages can be liked and commented upon — so you need to know if they exist.

Is there a Wikipedia page about you? Who shows up on Google search that might be confused for your organization? All of these are ways in which your brand might be diluted or, in some cases, harmed.

Google Ratings for the Purdue College of Ag.

If you are a destination organization, or provide services, check out any sites where users might be rating you.

Those comments are full of useful information — and if someone is leaving negative reviews, taking time to respond can be important.

The last tab on the spreadsheet is for DATA. What metrics are you collecting right now on your existing social media accounts and websites? How far back does the data go?

ROI: Return on your Social Media Investment

Now that you know what social channels exist and how they are measured, circle back around to your goals. Is the image of your organization presented by social media, and what people say about you online, in line with your organization’s mission and goals?

Are your social media channels in the right place to reach the audiences you identified? Are you measuring what you need to know?

Is there anything you can STOP doing, so that you can focus your efforts on social media channels with the most benefits for your goals?

For small non-profits, you can’t be on all social media channels. But you can identity which ones are best aligned with your audience and goals.